Alright, San Francisco. One minute, you’re freezing our faces off. The next, you’re dumping buckets on our heads. If you’re trying to get us to do our angry pouty face, it’s working. At least there’s something out there to keep us happy: Mortar’s new outdoor work for Golden Gate University. It’s the next phase of the Shine campaign we launched back in 2009.

Hrmm, you think to yourself. With a tagline like “Shine,” I thought the headlines would be all rainbows and sunny skies. Not quite. The kind of shining GGU students do actually takes a freaking ton of hard work, dedication, and a relentless desire to succeed.

GGU is for the ambitious finance major who works two jobs and runs to classes in between. The tenacious law student who was the first in his family to go to college – let alone grad school. The hyper-busy mom who’s committed to finishing her degree. To “shine” is to make the self-inspired, completely optional decision to rise above the 40-hour week, using the remaining 128 hours to bust your gritty behind and thrust the idea of “succeeding” into a new dimension.

The message is bold, and so are the headlines. GGU students shine so bright, they make the sun look bad. Especially in craptastic weather.

Mortar Advertising Inc San Francisco is an integrated advertising agency with expertise in online and offline advertising, strategy, identity and positioning. Our services include print and broadcast advertising as well as interactive development and public relations. Mortar Advertising San Francisco is a proud member of the San Francisco American Marketing Association & Silicon Valley American Marketing Association.